Amplifying campaign reach has become one of the most important factors to grab eyeballs in today’s digital era. The new-age consumer is evolving and is always looking for innovative ways to discover products and services. This makes it crucial for brands and businesses to find out strategic ways to connect with the audience. BBC wanted to amplify the video content before its release of the much-awaited ‘Seven Worlds, One Planet’ documentary series with the legendary David Attenborough. To boost reach and to make the conversation more effective, it turned to Spotify.
The collaboration worked wonders for the show. Spotify created a whole series of content that included 3D audio soundscapes along with video content that ran in an enhanced playlist, and on display assets across mobile and desktop – the campaign was amplified by leveraging existing BBC campaign assets.
So, how can a brand make its TVC do more for them?
Can a TV commercial be more than just another visual advertisement? Can it evolve and become a multi-format campaign on its own? Can it turbocharge campaign reach and effectiveness? The answer to all of these questions is, Yes! By bringing their TVC to Spotify, brands get the chance to add exponential incremental unique reach for their campaigns. This is more significant at a time like this when there has been a drastic shift in viewership away from the ‘TV’ in TVC. Unlike in the past when evenings and nights created opportunities for brands in the form of primetime TV, viewership today depends on various factors. The usage of mobile devices has sky-rocketed in the last decade and a half, and the emergence of streaming platforms has changed the story further. The new at-home audience has also changed its routines of media consumption and television viewing. This makes it even more pertinent for brands to design fresher avenues to ensure that every bit of their communication and budget is utilised. Spotify is giving brands a way to create a complete multi-format campaign using existing assets. With this, brands will be able to deliver the brand message engagingly and effectively to an all-new audience.
Get set for screen-less moments
If we are to analyze the current streaming trends, we would see that music is a large part of our lives. In fact, Indian consumers spend 19 hours per week on digital audio platforms
1. Also, for 80% of this time, these listeners can’t be reached through visual media. Spotify’s streaming intelligence knows to detect when the screen is in view and when it is pure audio.
The power of audio is huge for a generation that is mostly on-the-go and thus it can go a long way in building the right impression for brands. Spotify’s Culture Next report also revealed that for 56% of the Gen Z population, screen-less moments offer the best escape from a world of visual overload
Spotify solutions ensure that brands do not have to spend extra on production costs. The combination of video and audio enhances ad recall by 90% and results in a 2.2x increase in brand awareness
3. By following both formats, brands can deliver a holistic and impactful story to listeners. With multi-format storytelling, Spotify further increases reach and frequency.
Design a whole new multi-format campaign from your existing TVC with Spotify
The best part about kickstarting a TVC on Spotify is that brands need no additional production, no extra shoots and no additional brainstorming. Brands simply need to connect to Spotify and their campaign gets a multi-dimensional touch like never before. For this, Spotify has a crew ready to convert the TV ad, script and visual assets into impactful storytelling formats and packages. Brands can also further customize these packages and experiment with a range of features like audio ads, display homepage takeovers, mobile display overlays and display leaderboards.
If you are a marketer wondering what to do to hop onto the Spotify bandwagon, the process is pretty simple. Collate all your existing video assets, brand identity and logos, and shoot an email to [email protected]
. Your Spotify campaign is as good as done. It’s time you bring your TVC to Spotify and get the most amplified experience for your brand campaign!
- IFPI Digital Music Report 2019
- Spotify Culture Next trend survey among 4,000 respondents 15-37 globally [U.S., MX, BR, FR, DE, U.K., PH, AU], February 2019)
- Nielsen Brand Effect on Spotify, March 2020